i think the obama campaign going in to the debates, doesn't the burden here. but probably would, you know, should talk about what the next four years will be like, and i expect that that will happy during the debate. but i said that here. because i'm talking tactically here. the challenger has the burden. we have a history with barack obama. we have a sense what he's done. we have a sense what he's like and what he will do. when you're the challenger, you have to say why you will be cimpt. and obama did that in 2008, and that's the thing that romney is going have -- i think will be need to do. we are evaluating one of the president as the champion, so to speak in boxing terms. we are evaluating one of the challenger. if you don't play the role of the challenge netter minds of people, well, then it's hard to imagine you'll play the role of the champ well. that's my own sort of two cents on that. >> we all know that the words we use are very important. on the campaign that you worked on, how did the candidate choose which keywords or catch phases he wanted to us